Airbnb Preps World Cup Push as it Aims to Become Household Name

Airbnb Chief Marketing Officer Amy Curtis-McIntyre is in the midst of shaping a full marketing strategy for 2014, which will include an awareness campaign in Brazil with a focus on the World Cup. Messaging will focus on Brazilians who plan to travel among -- or could potentially be a host in -- the 12 cities where games will be played.

Airbnb Chief Marketing Officer Amy Curtis-McIntyre admits to drinking the company Kool-Aid. On an almost weekly basis during business trips to places like New York and Los Angeles, she's a guest of the service.

"When you work at this company, you very much live the brand," said Ms. Curtis-McIntyre, who joined Airbnb in March and is charged with making it a household name.

A service that lets travelers book accommodations in the homes of local residents for short-term stays, 5-year-old Airbnb is on an impressive growth trajectory. While the privately held San Francisco-based company won't disclose its revenue -- which it earns charging 6% to 12% fees on bookings and 3% of what people make from renting out their homes -- it's reporting a surge in users. It says 4.5 million guests have used Airbnb this year, compared with 4 million who had used it until January 2013.